Experts say gamification is an integral part of the meetings industry. Photo by Patrick Donahue

From earning points toward prizes upon listening to breakout speakers, to team-building events that award the most successful teams, to interactive games that result in free giveaways, the gamification of today’s meetings and events is popular among attendees and planners alike.

Madeline Purches, B2B business manager and meeting planning expert with Team Building Hub, the corporate events brand of The Escape Game, is definitely seeing gamification as a growing trend in the last couple of years.

“People are always looking for new ways to engage their attendees, whether for large conferences with thousands, or even just a small team meeting,” Purches says. “I see it used anywhere from networking events to provide connection opportunities, to a teaching tool during a summit, and even a leadership training tool. There’s always an opportunity to offer something that gets people’s attention and their buy in. It increases the engagement of the attendees, and the overall success of the event.”

Recently, Team Building Hub created a custom event for PWC called Grounded, to be used during their annual conference. This was a three-session activation that participants came back to for all three days of the conference.

“It created a huge buzz around the conference each time we did it, engaging participants with each other leading up to the announcement of the winning team on the final day,” Purches says. In addition, Team Building Hub has an ongoing partnership with Bridgestone to run an event called The Art Thief during their leadership development programs. The game serves as a kick-off for the program, letting team members loosen up and communicate with each other before the program. The game is then referenced as an example of communication and leadership throughout the program.

“We also do a number of virtual activations. The largest so far was a group of 1,800 regional managers from Verizon, who played one of our Mystery Games online,” Purches says. “It served as part of their yearly meeting, and helped to foster a sense of connection and community, even though they weren’t able to meet in person.”

Lee Gimpel is a meeting planning expert and founder of Better Meetings, a meeting design, facilitation and training company in Washington, D.C. that works on improving in-person and online meetings with a focus on engagement. Gimpel says some gamification at events seems like “gimmicky window dressing,” and it doesn’t really move the needle in terms of engagement or bottom-line results. In addition, the variety of gamification strategies don’t always offer the best results.

A typical example of gamification Gimpel has seen for decades at conferences is something like a ‘passport’ system to encourage visits to the exhibitors. “There are a number of variations on this, but it basically looks like visiting numerous vendors where you get a stamp or a signature and if you collect all of them, then you get a prize,” Gimpel says. “From the outside, this can look successful because it means there are a bunch of people racing around an exhibit floor and seemingly interacting with exhibitors. But the reality is a lot of those interactions are not very valuable. It’s just attendees trying to win an iPad and they don’t really care about the exhibitors, and it means they’re visiting exhibitors that really aren’t a good fit with them just to get that stamp.”

Gimpel points to another example that might fall into the gamification category, which is a sort of lottery where people who are still present at the very last session win a big prize because they haven’t already hopped a plane home. “It’s not necessarily a bad idea, but if staying until the end is in essence a bribe, that may be a sign that the event itself isn’t worth staying for,” Gimpel says. “If people are really only there for the big-screen TV or the airline tickets to a destination of their choice, it may be a ‘canary in the coal mine’ about the value of the event itself.”

A number of online and hybrid events also build in gamification, but they may be looking too much at quality over quantity. For example, gamification in the virtual world may involve how many sessions a person attended or how many questions they asked. These points then net some sort of reward, but again, it doesn’t really correlate to quality interactions.

“Although it might not typically be seen as gamification, there’s value in ranked voting for audience questions, which can be run through a number of platforms, online or in person,” Gimpel says. “We definitely want to get the best, most relevant questions from the audience, and if we have a window into that through a point system, then that’s a good use of what could seem like gamification.”

As a general rule, Gimpel would advise conferences to look more toward collaboration than competition if they’re thinking about gamification. In other words, “How can we get disparate attendees to come together and talk and work on challenges to our industry, as opposed to individuals amassing points and getting prizes for it?”

“I would also encourage conference organizers to focus on the fun that we associate with games as opposed to necessarily handing out prizes. Frankly, a lot of conferences are rather dry, passive and boring,” Gimpel says. “An event that is two days of watching people lecture with some small gamification thrown in where one person wins a prize could be vastly improved by changing the structure and format, and rewarding people with dynamic content instead.”

David Jacobson is founder & CEO of TrivWorks, which specializes in corporate trivia events, and has produced gamification experiences for small startups to Fortune 500 companies nationwide for more than 15 years. Jacobson has seen consistent and growing interest in ways to engage corporate meeting, conference and event attendees with engaging activities.

“It may go by different names — icebreakers, mixers, team builders, energizers, etc. — but at the end of the day, what planners are really looking for are fun, compelling ways to engage an audience,” Jacobson says. This trend only accelerated during the pandemic, when planners of all stripes were desperate for ways to keep remote attendees connected and engaged — and it has shown no signs of slowing down any time soon.

“The one thing which corporate meeting and event attendees who engage in some form of gamification seem to enjoy the most is competition,” Jacobson says. “There’s just something that a good-natured contest taps into people, regardless of industry, region or personality type. Folks love to win, so any way planners can capture that in a fun and impactful way will almost always be a sure-fire hit among corporate event participants.”

The best games should boost attendee engagement and networking. Photo by Patrick Donahue

Proper Planning and Knowing Your Audience

Purches says the biggest mistake she sees meeting planners make as it relates to gamification is substituting fun and engagement for relevancy and learning.

“These things can exist in harmony, but I’ve seen planners turn what was intended to be a fun event into an overt ad for a sponsor, or stuff a trivia game so full of talking points from the meeting that it no longer feels like a game — it feels like a pop quiz. Trust that the game and the engagement will be enough — even if it’s not explicitly related to the content of the event, it will drive overall engagement in other aspects,” Purches says.

That’s why Purches advises meeting planners that the earlier they can start thinking about what the gamification of an event will look like, the better.

“Include gamification in your planning from the very beginning, and you’ll be able to create solutions that are fully integrated into your event and give the best results,” Purches says. “It’s the difference between a networking happy hour with a trivia game, and a networking happy hour with an immersive game with multiple game stations, live hosts and a secret mission woven throughout. So much is possible when you make it a part of your planning process equal to catering, speakers and venue.”

Jacobson agrees with Purches in that planners who are seeking to incorporate some form of gamification into their function also should resist the temptation to make it too industry or company focused. Using trivia as an example, the natural inclination for planners is to ask as many trivia questions as possible about industry news, products/services/capabilities of related companies, facts about key stakeholders, etc.

“In reality, from the perspective of the attendee, this seems less like a fun time, and more like a ‘quiz,’” Jacobson says. “Planners should of course strive to make whatever gamification elements relevant to the function as well as the audience, however it should be well-balanced.”

It’s also important for planners to recognize there is no “one-size-fits-all” activity which works for every meeting, event or conference. Planners have really got to know their audience, as well as have a clear idea in mind of what they’re trying to achieve through the activity.

“Is this primarily a professional networking opportunity? A sales kickoff? A new hire or intern orientation? Gamifying each event and audience requires some nuance into what might work well, and what won’t,” Jacobson says. “I obviously love corporate trivia events; however, I also know there are limitations as to who it will work for as a meeting or conference gamification device, and who it won’t. Be as clear as can be about both your audience and your goals for the event, and be sure you are booking a vendor which is the best match for both.”

Team building is one of the biggest benefits of gamification. Courtesy of Marvin McTaw

When devising gamification, Marvin McTaw, CEO of Sched, says planners should keep the following in mind and remember that gamification must:

• Move attendees from a passive role to an active role in session
• Improve the attendees’ ability to connect to the content
• Create opportunities for attendees to interact with each other
• Empower attendees to play a more active role in the session outcome
• Create incentive to participate and reward performance

“Attendees are increasingly familiar with gamification trends. There are many gamification tools out there that offer similar experiences. For regular event attendees, the novelty is wearing off,” McTaw says. “To stay on top of the game, event planners should think outside the box and ensure that any gamification is bespoke and targeted to the content of the event and the people in attendance.”

And remember that solely digital gamification activities can actually isolate attendees from your event. Rather than fostering a sense of community and engagement, it can lead attendees to stare at their phones and ignore the rest of the event. Rather, use gamification as a prompt for people to interact with peers, the event content and the space around them.

“Another mistake to avoid is assuming that all attendees approach gamification activities in the same way or with the same level of enthusiasm,” McTaw says. “Try to map the different personas you’re targeting and create roles within games that can appeal to them. You can try to capture this information during your event registration process.”

Also, be sure not to lose sight of the content of your event. Any gamification should enhance your session content, not outshine it. “If your attendee missed the keynote because they were too busy playing bingo, you need to readjust the balance,” McTaw says.

Finally, don’t overwhelm attendees with technology. If you’re using event scheduling software, you don’t want to distract attendees from your conference schedule by flooding them with different apps for gamification activities. “You’ll also minimize the number of times you get asked, ‘Is there somewhere I can charge my phone?’” McTaw says.

Looking Ahead

So, is gamification here to stay? Absolutely, say the experts. “Since 2020, getting people to attend events has become more and more difficult — folks have gotten used to fewer in-person interactions, and you need to really raise the bar to get them to attend and engage,” Purches says. “Gamification has been a really great way to do that. I think as we move forward, we’re only going to see more impressive and immersive forms of gamification.”

As humans, Jacobson points out that we are naturally hard-wired for competition; whether it’s introverted analysts or hard-charging salespeople, professional audiences will always respond to a well-planned, well-executed game to keep things fun and entertaining at corporate events of all types.

“What I see as the future of corporate gamification is hybrid events: in-person audiences with remote professionals running the show,” Jacobson says. “This allows planners the flexibility to bring in top-tier gamification to places and events they might otherwise not have been able to, at a fraction of the cost.”

Post-pandemic, there’s been a wave of increased social anxiety after months of isolation and remote working. Although the desire is there, networking in large groups can be daunting. “Gamification is a fantastic buffer that can organically bring people together with a sense of fun and community,” McTaw says. “While many people attend events with their own agendas and priorities, gamification rallies attendees together behind an objective and activity.”

Every month, Sched surveys attendees to find out what they really want from the events they attend. Recent findings show that attendees aren’t bothered about flashy gimmicks and the latest technology. The bigger focus is on content and engaging with peers.

“We think gamification will stay, but with less emphasis on flashy tech as event budgets dwindle,” McTaw says. “Event planners are getting creative, going old school and implementing non-technological gamification elements.” C&IT

We at Corporate & Incentive Travel magazine are proud to present the winners of our 38th annual Awards of Excellence. We thank our subscribers — the meeting and incentive travel professionals — for judging which hotels, resorts and conference centers best served their needs by excelling in staff service, accommodations and meeting facilities, F&B, event setups and arrangements, ambience and accessibility. The subscribers also choose the convention and visitors bureaus that go above and beyond in service and support, promotional assistance, supplier, facility and venue information, coordination and liaison with local attractions and transportation, and comprehensive assistance with accommodations and site inspections.

While others may be content to rest on their laurels, these industry-leading winners prove what it means to be ‘best in class’ by continually reinventing themselves through renovations and rebrandings. Communicating and marketing effectively is all about making real connections through relationship building. When you make it personal, you make meetings and events an unqualified success — and then everyone is a winner. We salute all the winners of our Awards of Excellence on these pages and invite you to read the success stories of many of the winners featured in this annual section. C&IT

Devin Cleary is the V.P. of Global Events at Bizzabo, the world’s fastest-growing event technology platform for hybrid, virtual and in-person events. Cleary is a passionate, results-driven event producer and marketing executive with experience leading the creation and active management of diverse experiential marketing programs for B2B, nonprofit and consumer markets. He was recognized as one of Connect Association’s “40 under 40” leaders in 2021. He was also featured in Event Marketer’s 2017 “B2B Dream Team” and BostInno’s “50 on Fire.”

Sustainability in business is no longer an option; it’s an expectation. A recent global report found that 88% of consumers consider ethical and sustainable practices key when making purchases. Additionally, more than half of corporate social responsibility decision makers think companies failing to act on sustainability initiatives won’t survive the next decade.

Yet, as sustainability expectations increase, demand is growing for a return to in-person events. In-person and hybrid events conducted on Bizzabo’s Event Experience OS increased 255% between Q4 2021 and Q2 2022, while the volume of virtual events remained the same, according to aggregated data. In-person and hybrid events must accommodate shifting consumer and business priorities, including sustainability expectations.

In designing for a new era of in-person events, you can, and should, build sustainability into your event strategy to future-proof your event experiences.

How sustainable is the events industry?

While event experience leaders are increasingly planning with sustainability in mind, the industry still has work to do. Consider this sobering finding: The yearly carbon footprint for the global events industry equals the annual greenhouse gas emissions of the entire U.S. That’s roughly 10% of global carbon dioxide emissions.

Attendee, speaker and sponsor flights to and from a venue contribute to 70% of an event’s carbon footprint. An average three-day event with 1,000 attendees generates 12,500 pounds of total waste, 7,672 pounds of landfill waste and 530 metric tons of CO2 emissions. Even seemingly minor event details contribute to waste, such as printed materials, hotel room energy consumption, cab rides and swag.

While this doesn’t address every contributor to an event’s carbon footprint, it’s a reminder of the interconnectedness of each event experience decision with broader environmental concerns. Don’t let that notion paralyze your efforts toward more robust sustainability. Instead, let’s look at industry efforts to standardize sustainable choices.

Embracing sustainable event management as a strategy

Sustainable event management includes a collection of tools, processes and practices event experience leaders can leverage to minimize an event’s impact while still providing attendees with an engaging experience. A sustainable approach helps protect the environment while reducing event expenses and delighting environmentally conscious attendees, vendors and staff.

When event organizers embrace sustainable event management, they follow these common best practices:

• Working with venues and vendors with third-party sustainability certifications, e.g., LEED, APEX/ASTM, Green Key and GREENleaders
• Prioritizing biodegradable containers or reusable items for food service
• Offering attendees public transportation options to reduce CO2 emissions
• Incorporating hybrid and virtual elements, and standalone events, to reduce the overall carbon footprint

The Events Industry Council, guided by the 17 United Nations Sustainable Development Goals, has established four principles intended to help all event experience leaders take “action toward preserving our natural environment; promoting a healthy, inclusive society; and supporting a thriving economy.”

In the first principle, event organizers and suppliers share responsibility for implementing and communicating sustainable practices to their stakeholders​. The second principle addresses basic environmental practices, including waste management, carbon emissions reductions and management and biodiversity preservation.

The third principle includes a range of social considerations, such as universal human rights, respect for diverse cultures and community impacts.

Finally, the fourth pillar champions the ability of sustainable events to support thriving economic practices through collaboration and partnerships, stakeholder participation and responsible governance.

The council offers sustainability certification for all stakeholders in the events industry — from event organizers and accommodations, to venues, destinations, F&B, A/V and production and exhibition spaces — with detailed requirements to help organizations pursue sustainable practices.

Sustainable event experience tactics to start your journey

The goal of sustainability may feel out of reach when you’re facing the lofty ideals of a long-term sustainability program. If you’re ready to start, consider these sustainability tactics:

Create a sustainability policy — Outline your sustainability goals and motivations, and identify the steps needed to reach your goals. Also, determine milestones and how you will measure progress. Events Industry Council standards can help you strategize.

Create satellite events — Instead of holding one major annual event, host multiple regional micro-events to limit travel. Or, opt for a multi-hub approach, with groups of in-person meetings connected by virtual components. Multiple hubs connecting one event decrease air travel requirements and lower an event’s carbon footprint, while still maintaining a robust connection and a large audience.

Embrace hybrid and virtual event options — Rather than asking all attendees to physically attend your events, consider inviting only VIPs to attend in-person, and offering a virtual option for everyone else. If a conference with 5,000 attendees used this approach, organizers could reduce its event footprint by 98%.

Use sustainable materials — Use sustainable, recyclable and compostable materials. Even minor changes such as tree-free paper and bamboo plates can make a big difference, particularly when compounded over many events.

Donate extra food to people in need — In lieu of tossing uneaten food, partner with food pantries or soup kitchens to donate the excess food.

Find sustainable vendors — Now that you’ve learned about some of the sustainability certification programs available, seek out certified vendors or those working toward certifications.

Choose sustainable venues — Working with a venue already invested in sustainable practices reduces event footprints further and eases the burden for event experience leaders. In addition to other certification standards available for venues, the International Association of Conference Centers issues GreenStar certification to centers worldwide.

Emphasize green transportation options — Partner with rideshare apps and public transit options to help attendees avoid cabs and other single-rider options during the event. This tactic ensures attendees’ travel between their hotels and the event is environmentally efficient.

Building a more sustainable future, one event at a time

Explorer Robert Swan put it best when he said, “The greatest threat to our planet is the belief that someone else will save it.”

Every step the events industry takes to become more sustainable is another step toward a greener event and a healthier environment. Sustainability, in this light, isn’t a challenge as much as an opportunity: to act on your organization’s principles, to show attendees your commitment to addressing environmental issues, and to encourage others to get involved. C&IT

DepositPhotos.com

As chair of the department of Hospitality, Tourism & Culinary Arts at the College of Coastal Georgia, Tyra Warner, Ph.D., Esq., CMP, notes the devastating impact of the global pandemic: “In the short run, COVID-19 found many people out of work.”

While hotels and resorts leveraged the economic downturn to reimagine their properties through new expansions and/or renovations, savvy meeting planners and event organizers know firsthand what Warner is quick to add next: “This has [also] been an ideal time for meeting professionals to retool and reeducate themselves. Whether some chose to — or were forced to leave the industry — others took this opportunity to get certifications they had never had the time to get before, putting them in a better hiring position during COVID recovery.”

The Payoffs of Professional Certifications

Not all planners cite the importance of professional certifications as the only key to gaining employment in the meetings’ industry. “In my experience, no,” says Maureen Sloan, CTA, manager of global accounts at HelmsBriscoe. “[However,] a CMP [Certified Meeting Professional] is nice to have,” she says. “But length of years in the industry and familiarization with the properties and destinations sought, along with solid relationships with the hotel’s sales staff and CVBs matters more, because it equates to better negotiation opportunities, a bargaining chip for a job seeker when negotiating their compensation package.” Still, Sloan acknowledges: “It could help boost the chances of employment at a large hotel that books groups, and a DMO or CVB that handles large conferences, conventions and that works with many seasoned meeting planning professionals.”

Indeed, event organizers at various stages of their careers — beginning, midpoint or advanced —frequently tout the payoffs of investing in professional credentials and certifications for job growth. “While there is an abundance of line-level hospitality jobs still unfilled,” says Warner, “the types of jobs experienced meeting professionals are looking for are still competitive, and certifications may give a competitive edge to some candidates.”

In fact, she offers, “I see more and more job postings that say ‘CMP preferred,’ and hotel sales and convention services departments that brag that all of their staff members have their CMP as a way of reassuring their meeting planner clients that they understand their needs and can provide the service they need,” Warner says. “So, yes, I believe that professional certifications help with getting jobs. They are clearly perceived as desirable, and can make one candidate stand out from another if they have similar experience.” She continues, “It is not that there are not good meeting planners or exhibition organizers without certifications — there certainly are. It is that having a certification demonstrates to a would-be employer that a person (A), has achieved a base level of knowledge and experience; (B), is committed to his or her career enough to seek credentialing and growth; and (C), continues to grow through professional development each year. This last point illustrates the important difference between certifications and certificates.”

For Pawntra Shadab CTA, CIS, CITP, V.P. & event strategist at Elite Productions International, there’s no question that certifications have given the company a competitive edge. “We have many clients that see the importance in education and value the organizations that offer certifications,” she says. “Having certifications has leveled us up as a company. As a result, we have won bids on projects over other companies that didn’t have certifications.”

For example, Shadab cites a case where a client needed a planner for a high-profile incentive program. “They were transparent from the beginning on how they were pursuing different companies,” she says. “In the end, when we won the program, one of the major deciding factors was the fact that I have my CIS [Certified Incentive Specialist] and CITP [Certified Incentive Travel Professional] certifications to my name.”

For Shadab, having both certifications and experience is the winning combination for clients. “When you have the certification paired with your experience, it leverages your ability to provide a higher level of expertise and service to clients.” And the ability to provide a higher level of expertise and service to clients often translates to the ability to command higher fees.

Angel Hanson, CMP, CMM, PCA, in her role as CEO/event director for her company, Angel Events, finds great value in planners adding professional credentials and certifications to their resumes. “I cannot stress enough, I can’t drill into people’s heads enough, how important and how life-changing it is to get your CMM and CMP. Many clients have chosen to hire me based on my CMM. [Recently, I was] in a bid process with a client who [was] seeking a certified Pandemic Compliance Advisor (PCA), who specifically reached out to me because of that certification.”

Beyond the matter of giving planners a leg up on the competition when applying for job positions or bidding on client proposals, professional designations also position those who hold such certifications to negotiate higher salaries and project fees. “For many years, surveys have consistently indicated that meeting planners with CMPs make more than those without,” Warner says. “For example, [a past] PCMA survey indicates that ‘respondents with a CMP earned on average more than $10,500 a year than their colleagues without the designation.”

Sloan also notes that if a job was offered at a set salary, a seasoned and up-to-date CMP could ask for commissions, or booking bonuses, or a slightly higher starting salary, she says. “This is especially true if they have multiple accreditations in addition to a CMP, such as a CMM (Certified Meeting Management), CIS (Certified Incentive Specialist) or CTA (Certified Tourism Ambassador).”

Not only have certifications given Hanson leverage in bidding on client proposals, she credits the CMP with increases in salary. “For my CMP, my salary went up 25%. With the CMM credential, I doubled my salary because clients have confidence that I know what I’m talking about. They are aware what the credentials and certifications mean,” Hanson says. “For one of my clients, my bill rate is higher than planners without a CMP or CMM certification by $25 per hour.”

Tyra Warner, Ph.D., Esq., CMP, says meeting planner certificates may give planners the upper hand over planners who don’t have them. Courtesy of Tyra Warner

Find the One for You

Hanson says that at least two times a week, something comes across her desk about some new certifications. With so many certifications available and more surfacing weekly, how can planners and event organizers choose among the many alternatives that best meets their needs?

“I suggest planners do research and find the ones that align to their business, clients and role,” Hanson says. “Ultimately, it’s about having an attitude of ‘Let’s help our clients out and help people keep comfortable traveling.’ CMP and CMM have been the most valuable over the years, and I highly recommend anyone in the industry to pursue those. Not everyone goes on to get their CMM because it requires more experience.”

CMP or CMM credentials allow professionals who have achieved the designations to add those letters to their names, much in the same way that an MBA or Ph.D. does. While arguably the most recognizable credentials to those in meetings, conferences and conventions, CMP and CMM each serve different functions requiring different qualifications. “The ‘CMM’ is a one-time credential and the highest designation you can achieve,” Hanson says, adding that the CMM is the credential that is of most value to strategists and team leaders. “For 10+-year veterans, the CMP is a year-long process and must be renewed every few years.”

Beyond those credentials, certificates provide another means of continuing education, Shadab says. “For example, with the CMP, you take a test, and upon passing, you receive the credentials CMP that you can use alongside your name. But I have also taken a course/exam and received a certificate as an Inclusive Event Strategist, but there are no credentials associated with that.” She continues, “There are so many great certifications out there. Both the CMP and DES [Digital Event Strategist] are great for meeting planners and event organizers, because they capture the essential tools and resources planners need for live and digital events. I’m interested in pursuing these certifications in the next year to level-up my education and leverage my career.”

With so many possible certificates to pursue, Hanson encourages planners to get certified in areas that matter to them. Looking ahead, she says, “We’re going to see more specialization.” Consider certification in subspecialties such as health care, sustainability and catering, for example, if those are your areas of interest. For exhibitors, Warner recommends the CEM (Certified in Exhibition Management) designation to demonstrate “the highest professional standard throughout the exhibitions and events management arena,” according to the International Association of Exhibitions and Events (IAEE).

“Now that COVID has come along, we need to step up our game and start adding in hybrid certifications as well as pandemic protocols,” Hanson says. “Hybrid and pandemic protocols are a must moving forward. Key focus areas moving forward will be ‘digital,’ ‘hybrid’ and ‘pandemic.’ Hybrid meetings are not going away.”

In fact, Hanson says her PCA has helped her get her foot in the door for six-figure proposals. “It gives you an edge,” she says. “Planners need to put themselves ahead of the curve.” She cites the importance of DEI (Diversity, Equity and Inclusion) certifications as another example of “getting ahead of it.”

Maureen Sloan, CTA, manager of global accounts at HelmsBriscoe, center, thinks experience and relationships carry more weight than certificates. Courtesy of Maureen Sloan

Professional Associations

While earning the right certifications can boost a meeting planner’s job opportunities and salary negotiations, joining a network of like-minded professionals can also play a significant role in career development. “I highly recommend planners to join an association,” Shadab says. “I previously/currently serve on boards for Meeting Professionals International (MPI) and the Society for Incentive Travel Excellence (SITE), and they are both wonderful associations to be a part of. It’s been a great opportunity to meet and connect with peers, build relationships with partners and grow not only professionally, but personally as well. Plus, many of these associations hold study groups and boot camps for the different certifications to help accelerate your learning in a group environment.”

Hanson also recommends joining meeting planner associations. “I highly encourage planners to join MPI and get your CMP. Some people come into the industry with project management experience. While helpful, it’s a different focus from event strategy,” she says.

Hanson has been a member of MPI for 20 years, and in her role as director of Industry Alliance, she connected industry folks through education, CMP certifications and the Events Council. “MPI has played a huge factor, and has been a game-changer in my career growth.” She also suggests joining the Professional Convention Management Association (PCMA) as they also have their own courses in continuing education.

It’s never too early for meeting and event professionals to invest in continuing education programs, webinars and certificate courses, Hanson says. “People call me a futurist,” she says,“because I became a specialist by saying, ‘Yeah, I’ll do that,’ and then learning how to fill a client need. So I learned how to edit videos, for example. I did a pivot towards doing things that needed to be done.” C&IT

Golf and spa resorts offer the best of both worlds for planners looking for the perfect venue. Photo courtesy of Colonial Williamsburg

There are many reasons resorts with golf courses and spas provide an excellent base for corporate meetings and events. Charity golf tournaments organized by corporations and providing important fundraising opportunities are an obvious one, but there are others.

Golf courses provide an easy networking venue — a sustained four or more hours where corporate groups can interact with clients, or managers can spend time with their teams and direct reports to assess leadership potential, zero in on problem areas, brainstorm solutions or get to know new hires. Even if there is no official tournament or golf built into the meeting, casual play on attendees’ own time can still offer valuable networking opportunities.

Spa time also has benefits. It can be a perk for employees when meetings wrap up, or for spouses who attend meetings. And when it comes to incentive programs, upscale golf and spa resorts can provide the kind of desired destination as well as the high level of service and amenities that drive employees to achieve the goals required to win participation.

An Excellent Fit

For a client’s annual conference at the American Club in Kohler, Wisconsin, the golf courses are just one aspect, says Lydia Mladenovic, CEO of M Group Events, an event consulting company that helped facilitate the meeting. The client held its annual conference at the resort early last fall, drawing 225 attendees. Mladenovic says the American Club is an excellent fit for her client and its attendees for many reasons, including, “the atmosphere and graciousness of the surroundings, the beautiful golf courses, superb room accommodations, and a wonderful spa and staff who are ready to assist in any way to make attendees feel well taken care of.”

Considering the resort had recently hosted the prestigious Ryder Cup, during which top U.S. golfers compete against top European golfers, it’s not surprising that the golf courses are a draw — but, they’ve always been a draw. “The Ryder Cup has definitely been a bonus. Clients who have played the course can brag about having experienced what the top golfers in the world have played,” Mladenovic says. “But over the many years the conference has been held there, The American Club has added more courses and has kept our golf clients very happy with the opportunity to play the various courses.” For this event, she adds, they were anxious to see and experience the new Par 3 course, The Baths of Blackwolf Run.

While the conference doesn’t include a tournament, Mladenovic says many in the group play. “The conference team was able to match clients that have similar golf skills along with one or two from their team to create a fun experience and a great way to get to know their clients on a more personal level,” she says. “The conference team has some spouses attend as well, and they join with a client and their spouse to create a foursome. Company staff and clients get to know each other’s families, interests, etc., and it creates a wonderful atmosphere that goes beyond the typical business relationship.”

In terms of integrating golf into the conference, Mladenovic notes that golf and other breakout opportunities “allow the conference team much needed time — above and beyond the important business forecasts that are shared at the meeting — to introduce new employees, network and just get to know the attendees much better.”

Having American Club’s two renowned golf courses, Whistling Straits — the 2021 Ryder Cup course — and Blackwolf Run “as part of the experience during our conference was the icing on the cake, Mladenovic says. “However, there are also many other reasons to host the conference at Destination Kohler and The American Club. “There are a nice variety of options for other breakout experiences, such as a cooking class, wellness experiences and walking tours, just to mention a few. Since there are clients with a variety of interests, it’s great to be able to offer world-class golf, a five-star spa, a wonderful range of dining experiences and a variety of breakout opportunities. There is something great to choose for each client.”

The resort’s staff also plays a role in the success of the conference, Mladenovic says. “The staff handling conference needs in the ballroom make any audio/visual requirements very easy for client presentations and speakers.”

In fact, she says, the staff is impressive across the board. “I am personally impressed with how each person that I interact with is so eager to plan and execute the perfect event and conference. From the beautiful golf courses to the food experiences, to the Forbes Five Star and AAA Five Diamond experience, it’s a pleasure to be on-site and to welcome clients that look forward to the conference each year.”

Mladenovic urges planners to strongly consider the American Club for their groups, noting that it’s a rewarding partnership. “Starting with the sales team, along with all the various departments — culinary, front desk, golf, apparel, etc. — I like to become a team member with them to work together and create the best all-around experience for the group. The motto for our company is, ‘It’s all about the details.’ That’s why I love working with The American Club staff — they get it!”

Colonial Williamsburg offers a 33,000-sf spa with 12 private treatment rooms, a full-service salon and more. Courtesy photo

An Over-the-Top Spa

Arizona has an embarrassment of riches when it comes to golf resorts. Boulders Resort & Spa Scottsdale, part of the Curio Collection by Hilton, is among the best. B. Anderson, CMP, facilitated an end-of-the-year recap meeting there late last year for a group from a European company with a New York office. For this meeting, size matters. “For the size of our group and the size of the resort, we felt like we weren’t lost in the shuffle,” Anderson says. “We were on the radar. We also like Arizona for the nice weather.”

Golf wasn’t a focus of the event, though some attendees did play — and those who did raved about the condition of the resort’s course. The spa, however, “was one of the determining factors,” Anderson says. “It was a big plus. We planned a spa day within the meeting plans prior to the team-building event. The spa staff is great and there are quite a few service options to pick from.”

Anderson says the group really liked the large spa facility, which is located a distance away from the hotel. “There’s a nice fitness center, restaurant, pool and yoga studio, and there’s a lot of outdoor space for spa activities as well. For the spa day, some attendees had treatments while others went for a guided hike.”

The resort’s meeting space also factored in, in part because so much of it is outdoors and usable in winter thanks to Arizona’s pleasant winter weather. “All ballrooms have natural light and there is a great amount of outdoor space as well — not all air walls, which was attractive to us. Our meetings were held outside because the weather was great. That kept COVID-19 fears at ease,” Anderson says. “The grounds are impeccable, and the banquet team was very helpful. We did a team-building activity, the Salsa Challenge, that was very fun.”

To planners who may not be very familiar with Boulders Resort & Spa Scottsdale, Anderson has one suggestion: “Be sure to make time in the business sessions for your attendees to enjoy the resort. Have a half-day meeting one day and book golf, spa or excursion options. Also have a dinner on-site at one of the outdoor venues — food at the resort is very good.”

The Boulders is an easy choice for Anderson and this group. “We’ve been there before, and we will come back.”

The Perfect Choice

The Broadmoor in Colorado Springs, Colorado, is another of the world’s top golf and spa resorts, and one of the great Golden Age resorts still serving discerning guests. It’s also a popular choice for charity tournaments.

Amanda Crocker, CMP, is manager of special events with Pinnacol Assurance, a Colorado company that has a strong relationship with the resort, built over many years. “The Broadmoor is the perfect location in all of Colorado for our event, a charity golf tournament,” she says. “It has multiple golf courses, event spaces and plenty of rooms for our group. It also has a certain draw to bring in both individuals and top-notch sponsors for this very important fundraising event.”

The Pinnacol Foundation Golf Tournament has been held annually for more than two decades. “This is the perfect style of fundraising event for our stakeholder group,” Crocker says. “Beyond just the golf, this group returns year after year to be at The Broadmoor and enjoy spectacular service, food and beverage and golf-course views.”

Without question, the Broadmoor has the golf facilities, atmosphere and amenities to make it the perfect choice for this group — and for any group wanting to meet at a classic resort that checks all the boxes, including excellent staff. “All of their representatives make a huge difference in our event,” Crocker says.

Crocker has no hesitation about recommending The Broadmoor to other planners. “Lean on the Broadmoor staff of experts — sales team, golf, catering,” she says. “They’ll help make your event perfect.” There’s just one caveat: “Book early, especially if you have specific dates you need. I keep our annual golf tournament contracted five years out.”

The Broadmoor offers exciting, challenging golf courses for players of all skill levels. Courtesy Photo

Everything Under One Roof

Wanda Woods, CMP, support services coordinator with PowerSouth Energy Cooperative, says the fact that Hilton Sandestin Beach Golf Resort & Spa in Sandestin, Florida is an hour and a half from her company’s headquarters allows employees and other attendees to meet with minimal cost and time constraints, noting that the resort’s proximity to several airports, both commercial and executive, is an added bonus. And, she says, “There are so many things to do on-site and in the area, including going to Baytowne, Grand Boulevard and shopping at the Silver Sands Outlet.”

The company, an energy group, holds five to eight meetings at Hilton Sandestin annually. “We only have one meeting that kicks off with a golf tournament as part of the program,” Woods says. “However, we have other attendees who choose to play in their free time.”

Woods has hosted meetings at the resort since 2007, the year she became a planner. Prior to 2019, the group alternated with other locations, but since 2019, has met exclusively at Hilton Sandestin, and now has contracts signed through 2024.

“This site has been selected for several reasons,” Woods says. “With the addition of the Coastal Ballroom, our group was able to host our general session, breakouts and meals without having to tear down and reset our function space. Also, our attendees noted they like a location with everything under one roof. It allows them the flexibility to run back to their rooms on breaks or during lunch to freshen up, or check on family or guests traveling with them.” She adds, “The facility has on-site dining available for breakfast, lunch and dinner, so you don’t have to leave the property or be exposed to inclement weather. The rooms are very spacious and cost effective. A wide variety of amenities are available from the fitness center and Serenity by the Sea Spa to dining, and shuttle service, and there’s always the added value of being on the beach.”

The spa frequently has been a big hit as well. “Serenity by the Sea Spa offers a wonderful experience for spa lovers like myself,” Woods says. “I enjoy the newly renovated facility’s quiet room every opportunity I get.”

To planners and groups considering hosting a meeting at the Hilton Sandestin, Woods says, “I would suggest a site visit in which you plan an overnight stay to really get the full view of all the services and amenities available at this location.” Additionally, she says, “Request the same event manager for all your company’s conferences so they learn how you work and strategize as well as helping you learn how and when to provide needed information and preferences. It also helps you build a relationship with them and the facility.”

Woods also advises planners to, “Provide as much history and program information from the onset in order to assure all your needs can be met. And reach out to the CVB and use all the resources available through them to enhance your program.”

As COVID might continue to impact meetings and events, Hilton Sandestin also offers a program to groups that want to maintain face-to-face meetings: proximity contract tracing. “Providing groups with the option to include proximity contact tracing as part of an upcoming business meeting, corporate event or general gathering is the next step in creating a safe setting for groups of all sizes as they look to once again reconnect,” says Kevin Rosa, Hilton Sandestin Beach Golf Resort & Spa director of sales and marketing. “In addition to our health and safety protocols and secluded location in the northwest part of Florida, we continue to assess ways we can welcome groups to a risk-reduced and relaxing coastal setting.”

Building on the resort’s enhanced cleaning measures and CleanStay protocols, proximity contact tracing offers groups another option for ensuring a safe space in the current travel climate for meetings and events. Provided and managed by Vital Circle, the proximity contact tracing capabilities will be customized to best fit the needs of each group.

Legendary Service and Amenities

Another iconic resort offering world-class golf and spa facilities is Colonial Williamsburg Resorts, which operates six hotel properties, 11 restaurants, a spa, three golf courses, eight tennis courts, walking trails and swimming pools.

The properties include The Williamsburg Inn, which offers 62 guest rooms in an elegant setting for discriminating guests, and which was transformed a few years ago following its most extensive renovation in 15 years; Griffin Hotel, which offers 43 spacious guest rooms with balconies overlooking natural areas, and has flexible meeting space for 15 to 100; Colonial Houses, which offers 81 total rooms with period furnishings and modern amenities; The Williamsburg Lodge, which offers 323 guest rooms in a setting that reflects its Virginia location, 45,000 sf of meeting space that includes the 11,200-sf Virginia Room, and which also underwent an extensive guest room renovation completed in 2018; The Williamsburg Woodlands Hotel and Suites, which offers 299 guest rooms and 12,812 sf of function space overlooking a wooded ravine and waterfall; and The Governors Inn, which offers 128 comfortable economy accommodations located a short walk from the city’s Historic Area.

The resort’s distinct dining venues include the The Rockefeller Room at the Williamsburg Inn, serving as a contemporary fine dining venue and the Inn’s signature dining experience, paying homage to the evolution of American cuisine; The Goodwin & Terrace Rooms at the Williamsburg Inn, which serves as an upscale breakfast retreat, and serves food and cocktails throughout the day; Huzzah’s Eatery, which serves sandwiches, pasta, burgers and made-to-order pizza with a variety of microbrews on tap; and The Museum Café, the perfect spot to enjoy soups, wraps, salads, desserts and even a glass of wine.

As for golf, the Golden Horseshoe Golf Club offers 45 holes of golf among three courses. The Gold Course offers 18 holes designed by Robert Trent Jones Sr., which underwent a multimillion-dollar renovation in 2017; the Green Course offers 18 holes designed by Rees Jones; and Spotswood is the resort’s nine-hole course.

Finally, The Spa of Colonial Williamsburg is set in a Georgian Revival building on South England Street, a few steps from the Williamsburg Inn and Williamsburg Lodge. The 33,000-sf spa radiates Southern charm, harmonizes with its historical surroundings and offers 12 private treatment rooms, two suites for couples, a full-service salon, rejuvenating therapies and fitness training quarters with Nautilus fitness equipment, and group exercise classes.

There are many incredible golf and spa resorts across the country, each with its own destination and resort assets. But they all have one thing in common: They offer planners and groups a setting in which meeting, networking, building relationships, reaching goals, relaxing and rejuvenating are all available in one fantastic spot. C&IT

DepositPhotos.com

Global travel prices are predicted to continue to increase through the end of 2022 and throughout 2023, according to the 2023 Global Business Travel Forecast published by CWT, a travel management platform, and the Global Business Travel Association (GBTA).

Rising fuel prices, labor shortages and inflationary pressures in raw material costs are the primary drivers of the price growth. Next year, according to the forecast, airfare will rise by 8.4%, hotel rates by 8.2%, and car rental charges by 6.8%. This is on top of 2022’s increases of 48.5% for airfare, 18.5% for hotel rates and 7.3% for car rental charges.

The cost-per-attendee for meetings and events in 2022 is around 25% higher than in 2019, and it’s forecast to rise a further 7% in 2023, reports the GBTA. This is not good news for planners dealing with this new reality. However, experienced planners have been through inflationary periods before, and are digging deep into their toolboxes for contrivances to help mitigate these challenges. Here is a look at the business acumen they’re using to plan exceptional experiences in light of these rising costs.

“Rising costs are manageable if you can be flexible and, most importantly, creative,” says Martha Donato, founder and president of MAD Event Management based in Warwick, New York. “I was sourcing a photographer recently who quoted 25% over his past fees for the same work. Instead of agreeing to the higher price, I reworked the proposal and took out some nice-to-have elements in favor of necessary elements. Creativity is a necessary tool, always.”

Given the increasing costs across the board in the industry, flexibility is key. “We’ve always done it this way isn’t a strategy — it’s an excuse,” Donato says. Planning ahead as much as possible is important, she adds. “We are planners and are part of a larger ecosystem that relies on every layer to perform and deliver. We’re facing staff shortages and the loss of institutional knowledge and historical reference, so it’s important we stay laser focused and don’t lose sight of the event’s objective.”

A multipronged approach is needed to help alleviate the added costs of meetings and events, says Dana Toland, chief event planning strategist and sourcing specialist of IT Exchange Group based in Marshfield, Massachusetts. “For our clients, this is especially necessary due to the lower attendee numbers, as they are no longer receiving the ROI they once were on their spend,” she says. “One way to maximize their spend and market reach is to continue to host hybrid events, so they can capture and still engage with those attendees with budget restrictions and who are unable to attend in person.”

Meeting planners also need to work closely with the key stakeholders to determine the goals and objectives of the event, and how they have changed from prior years. Historically, one way to offset costs has been with registration fees, and sponsor and exhibitor dollars. With attendance numbers down, it is imperative that the planner sits down with sponsor and exhibitor key stakeholders to see what value-add the event can offer them to justify their participating in the event. One platinum sponsor could easily offset any pricing increases, however, planners must make sure the value is there for them to realize their goals and objectives. In the past, events were often focused on products and services, sales, market share and industry intelligence. However, as times have changed, people are now utilizing events to identify new employees and companies to partner with. Also, planners must engage more with attendees and potential attendees before the event to ensure event messaging and agendas are on target.

Take Advantage of Bundling

Another creative approach is for companies to contract for multiple events with one hotel or brand as well as with their suppliers. “As we all are, hotels and suppliers are anxious to get business on the books,” Toland says. “This was a strategy employed during the financial crisis of 2008, and planners were able to leverage the multiple events into reduced pricing, more lenient attrition, liability clauses and extra concessions.”

When starting the site-selection process, Toland reaches out to local convention and visitors bureaus (CVBs) or destination management organizations (DMOs) to send out the RFP to source hotels, special event locations and other needed local suppliers. “A majority of CVBs and DMOs are nonprofits funded by a portion of hotel occupancy taxes,” Toland says. “As hotel rates increase, resulting in increased tax revenues, the funds of these organizations increase and permit them to do more for their clients.”

She cites Experience Scottsdale (Arizona) and Visit Lake Charles (Louisiana) as examples, which are offering meeting groups that meet specific criteria incentives of up to $5,000. Experience Scottsdale will also pay for flights, hotels and other costs for site selection trips for qualified RFPs.

CVBs are also expanding into providing professional services. Discover Newport (Oregon) is offering complimentary meeting planning services to clients, while Visit St. Pete/Clearwater (Florida) will provide complimentary registration staff at the start of the conference. Visit Anaheim (California) is offering free marketing services to help increase attendance. “When you add all of these up across multiple programs, they will have a significant impact in offsetting some of the increased pricing,” Toland says. “The key to securing favorable terms and incentives is to reach out to the CVB at the start of the process. If you bring them in later, you could be disqualified.”

A strict RFP process is crucial to securing the best terms and pricing. Here, the CVBs and DMOs are invaluable because they have established relationships and working knowledge of area hotels and suppliers in the hospitality industry. “For hotels, we will do an in-depth analysis of up to five to eight properties in each city so we can rank each property in terms of overall costs and how it does or does not meet the client’s needs,” Toland says. “We also use this data to help us identify what trends are in that market, which we leverage in the negotiation process. For other vendors, it is our policy to solicit at least five bids when possible. This again helps us identify trends and negotiate favorable terms. It is also important to meet with each potential hotel and vendor to create a relationship and help them understand the program needs and how partnering with my client will be a win-win.”

Rely on Relationships and Creativity

Relationships take on added importance in inflationary times. It is best not to rely on only one supplier, even though planners may have an affinity for a certain hotel, A/V company, destination management company or caterer. They may be experiencing supply-chain or staffing issues of their own, so planners should have others to which they can pivot.

Creativity is another powerful way to offset rising costs. Jaki Baskow, CEO and owner of Las Vegas Speakers Bureau, specializes in helping meeting and event professionals create memorable experiences with world-renowned speakers, entertainers and businesses. She has more than 40 years in the speakers and entertainment industry, and has worked with some of the biggest celebrities in the world.

Baskow says it is important to remember that everything is negotiable. If a planner is hoping to get a certain speaker or performer for their gathering that will add pizzazz, go for it, she says. “I use negotiating power and my relationships to help planners. There have been times I have been able to book headliners for groups at a fraction of the cost, as I have piggybacked their performance to their residency in town,” Baskow says. “The bottom line is to negotiate, negotiate, negotiate. Especially in today’s current inflationary climate. If you do not ask, you will not receive.”

She does caution that there may always be add-on fees. It’s important to get a list of any additional costs there may be before signing the contract. “The bottom line is working within your budget by planning strategically and producing an amazing, memorable experience,” Baskow says.

A/V Through the Roof

As meetings and events proliferate post-pandemic, the cost of A/V has skyrocketed. One anonymous planner was irate about being quoted $75,000 for A/V for a three-day event that cost $25,000 pre-pandemic. How can these rising costs be combatted? Baskow recommends gathering several bids before negotiating with the in-house A/V team.

Larry Cooper, CEO of Meetings and Events, the company that produces THE EXPERIENCE Conference and Exhibition for the cleaning and restoration industry, agrees. He also suggests asking for an extremely detailed list of what is being done and for what cost when it comes to A/V.

Also, be sure to ask the hotel or venue if the property is union or has any new union agreements and, if so, how it will impact the budget if planners bring their own A/V company on property. Planners don’t want to pay for duplicate equipment costs or labor due to union requirements. As union hotels can double the cost of A/V, it’s always wise to have the preferred A/V provider contact the hotel directly to work out the details.

Lastly, some properties provide complimentary built-in A/V for breakout rooms. Also be sure to ask this upfront on the RFP, as projectors and screens can run well over $1,000 a day. Depending on the room size and lumens necessary for projection, it might be cost-effective to purchase your own projector. Sometimes, they can literally pay for themselves during the first event. Better yet, your salespeople can use them for their meetings when not in use for an event.

An increase in A/V costs is a domino effect, providers say. Because of supply-chain woes, they can’t get the gear they need, and, labor shortages are a real challenge. Add the pent-up demand of events, and that is a perfect storm. So, planners advise teaming up with the A/V supplier to create solutions to these issues together.

Martha Donato, founder and president of MAD Event Management, far left, says a creative approach to meeting budgets can keep costs down. Courtesy of Martha Donato

Don’t Overlook F&B Costs

Don’t forget to work with the chef, catering and F&B departments to keep costs down. Give the chef permission to be creative with fruits and vegetables that are in season, which will be cheaper than those that have to be shipped in. Also, be sure to order early.

Toland gives the chefs of her meetings and events complete autonomy. “We have always preferred to not order off of menus, but rather set pricing for each meal or event and give the chef full reign over the menu,” she says. “Chefs are artists at heart, and can be very creative with smaller budgets. We have always been pleased with this approach.”

Cooper uses coffee as a line item that can’t be overlooked. “Coffee can be extremely expensive. I have stopped serving hot water for tea and decaf as they cost the same amount as coffee and are usually barely touched,” he says. “I also notify the venue staff not to refill the coffee urn without contacting me. Today, it is more important for planners to stay on top of everything. Look over the items in your contract line by line.”

Remember, Cooper says, conference coffee can cost anywhere from $60 to $125 per gallon depending on where the meeting is being held, and can be a huge cost savings when negotiated properly.

In addition to worrying about their own catering costs and bottom line, it is also a good time for planners to think of others who are less fortunate. Many families have been hit hard by record-breaking inflation, and more than 12% of the population of the United States is food insecure. Planners should remember they can donate their leftover conference and restaurant food under the federal Bill Emerson Good Samaritan Food Donation Act of 1996. Most cities already have the infrastructure for the food to be picked up at restaurants and hotels, and delivered to area food banks, soup kitchens and shelters. An added benefit is that,in some instances, a portion of the donation may be tax deductible, helping to further decrease costs.

Consider Second- and Third-Tier Destinations

Smaller destinations are increasing in popularity for meetings and events as, in many cases, they are less expensive than major metropolitan areas. Plus, meeting groups convening in a smaller city are usually a “big fish in a small pond,” an opportune scenario that often results in planners having a more favorable ratio regarding the number of sleeping rooms required and the amount of complimentary meeting space offered. Planners report they are attracted to the affordability of meeting space, hotels, food and beverage, and entertainment in second- and third-tier cities.

“There is definitely a shift to seeking out second-tier cities with respectable airlift,” Toland says. “Many of them are taking advantage of rising costs by offering more competitive pricing and incentives to increase their brand and market share. This is especially true with boutique hotels competing with the major hotel brands. Incentives include lower room rates, rebates, free receptions, complimentary meeting rooms and 10% commission on sleeping rooms.” She adds, “An added perk of selecting a second-tier city is they are not experiencing the record crime rates as larger cities like New York City or Chicago. Post-COVID, employers and conference hosts are much more aware and concerned with the safety of their staff and attendees.”

Experience is What It’s All About

The bottom line is, there are areas to cut back in inflationary times, but one thing not to alter is the experience. The overall experience is what attendees will remember, whether planners are pinching pennies or not, they want it to be exceptional.

This is the time for planners to have an eagle eye. “Planners must do their due diligence when negotiating hotel agreements to limit their risks and liabilities, as well as secure favorable cost-saving measures,” Toland says. “Make sure all fees and pricing are fixed and spelled out in the contract.” C&IT

Caesars Entertainment is investing $400 million in the Atlantic City market, with Caesars Atlantic City to undergo a complete resort transformation. Courtesy of Caesars Entertainment

When Jenna Dunlay was evaluating various locales in which to host her organization’s annual four-day conference, she set her sights on Atlantic City — and for good reason. Atlantic City has fast become a favorite hub for meetings and conventions of all sizes. In addition to its nine casino resorts, the area is teeming with restaurants, dedicated meeting spaces and event centers aplenty.

“We host an annual four-day conference for about 3,200 summer camp and youth development professionals. It is the largest camp conference in the world. Attendees and vendors come from all over the U.S. and internationally,” says Dunlay, associate director of marketing and events for ACA, NY & NJ. “We have a 313-booth exhibit hall and host over 170 educational sessions over 10 time blocks, plus two keynote addresses.”

Because most of the attendees to her organization’s events come from along the Eastern Seaboard, Atlantic City provides an accessible place with many reasonably priced hotel and restaurant options with plenty of nightlife for attendees.

“There is an airport in the city, but we also have attendees who easily travel into the surrounding airports [Philadelphia and Newark] and come in from New York City via public transportation,” Dunlay says. “The [Atlantic City Convention Center] can easily host all of our attendees and sub-events with plenty of flexible space options. We use the food and beverage services as well as additional convention services such as SmartCity for internet and Vista Convention Services for our vendor services and storage. We are able to provide a one-stop shop for our attendees and vendors while also providing ourselves with the ease of hosting most of our event in one building.”

In fact, it’s the “one-stop-shop” atmosphere of Atlantic City that is so appealing to attendees. In addition to gaming options, the city offers more than 5 miles of pristine Atlantic Ocean beaches, boasts 17,500 hotel rooms and 1.8 million sf of meeting space. While the regional resorts and casinos offer a wonderful array of meeting space options, the Atlantic City Convention Center’s (ACCC) five spacious exhibition venues are located on the building’s second level and range in size from 29,400 sf to 199,500 sf. And with more than 32,000 sf of pre-function space, the ACCC offers ample room for gatherings and events of all sizes.

The Caesars Atlantic City complex will include 750 renovated rooms and suites, the new Nobu Atlantic City and the new Gordon Ramsay Hell’s Kitchen. Courtesy of Caesars Entertainment

Caesars Shines

Nichole Lefort, president and creative director of CLE Events & Rentals, is a fan of hosting meetings and events at gaming resorts such as Caesars Atlantic City, Hard Rock Hotel & Casino Atlantic City and Resorts Casino Hotel. As she explains, guests are provided everything under one roof, which makes it ideal for event attendees and planners alike.

“Gaming resorts tend to be a favorite for meeting attendees,” Lefort says. “But be sure to offer incentives for attending meetings or seminar sessions, otherwise they may become more focused on gaming tables.”

While many of the venues within Atlantic City were shut down during the pandemic — like in cities across the country — the city has re-emerged better than ever. “Atlantic City is back,” says Steve van der Molen, vice president of meeting operations, AC region for Caesars Entertainment. “We are excited about the $400 million investment in our three properties. So far, the feedback from planners has been tremendous.”

Recently, Caesars Entertainment announced it intends to invest $400 million in the Atlantic City market, with Caesars Atlantic City undergoing a complete resort transformation, including a new valet and hotel lobby, an outdoor pool experience, new dining experiences, as well as additional room and suite enhancements. The Caesars Atlantic City complex will include 750 renovated rooms and suites in Caesars Atlantic City hotel, the new Nobu Atlantic City and the new Gordon Ramsay Hell’s Kitchen.

In addition to Caesars Atlantic City, the company’s other two properties — Harrah’s Resort Atlantic City and Tropicana Atlantic City — have become favorites among meeting planners thanks to their wealth of amenities and experiences, including nightlife, shopping, celebrity chefs and entertainment.

“Caesars Atlantic City set the standard for extraordinary experiences in the market, and we are thrilled to continue that legacy by reimagining the property from the moment guests step through the doors,” says John Koster, regional president, East for Caesars Entertainment. “This major investment demonstrates our ongoing commitment to elevating guests’ experiences at our resorts as well as advancing the Atlantic City tourism economy.”

In addition to elegant design changes to the Caesars Atlantic City lobby, the redesigned pool experience will boast two levels of seating as well as a bar, all of which will overlook Atlantic City’s beach and the iconic Atlantic City Boardwalk.

Harrah’s Resort Atlantic City also features the Waterfront Conference Center, which boasts 100,000 sf of flexible meeting space. In addition, Harrah’s Resort also offers meeting space and more than 2,500 guest rooms. A favorite meeting spot is under Harrah’s 90-foot glass dome above the pool area, which is considered by many to be a tropical oasis that can play host to up to 2,000 attendees.

Tropicana Atlantic City has been a “to-go” meeting and event venue for more than 40 years. This Caesars property is a favorite among meeting planners who are looking for expansive meeting spaces. As one of New Jersey’s largest hotels, Tropicana boasts more than 122,000 sf of meeting space and 2,400 guest rooms.

For meeting planners looking to host a large-scale event in Atlantic City, Tropicana’s Grand Exhibition Center is the perfect location, thanks in part to the multipurpose space measuring almost 20,000 sf. Often used for trade shows, this room can accommodate more than 115 standard exhibit booths. In addition, Tropicana offers a 2,000-seat Broadway-style theater, ideal for large award programs or general sessions.

Atlantic City offered plenty of amenities, and the Atlantic City Convention Center offered plenty of space for the recent ACA, NY & NJ annual event. Irvin Simon Photographers

Offering Service and Style

Sonya Bohmann, event planner at BrandPoint Services, has dealt with hotels for events and conferences all over the country, and she says Resorts Casino Hotel in Atlantic City is the best to deal with for an event. She recently orchestrated a conference for BrandPoint Services in Atlantic City, specifically at Resorts Casino Hotel, and she says she “can’t thank them enough” for helping make her job easier and making the conference go off like a breeze.

Located on the Atlantic City Boardwalk with breathtaking views of the Atlantic Ocean, Resorts Casino Hotel offers its Atlantic City conference facilities with the service and style that has become synonymous with Mohegan Sun properties.

Resorts Casino Hotel offers 64,000 sf of technologically advanced meeting space, including 24 meeting and function rooms, 14 of which have natural light and ocean views, a 13,000-sf oceanfront ballroom, and function space for anywhere from 10 to 1,350 attendees. In terms of accommodations, the resort features 942 guest rooms with wonderful amenities.

Resorts Casino Hotel also features a 1,350-seat showroom, a 300-seat theater, six restaurants, two VIP slots and table game player lounges, an indoor-outdoor swimming pool, the Boogie Nights dance club, two lounges, a salon, a health club, and spa and retail shops. The Resorts Conference Center is a separate, multifaceted convention and event space featuring an additional 12,000 sf of meeting space and 12 conference rooms. The Atlantic Ballroom is a 6,500-sf function room with a multiuse, pre-function area.

Of course, Hard Rock Hotel & Casino Atlantic City is another favorite gem of many planners and attendees. Set on 17 acres, with the legendary Boardwalk as its backdrop, the Hard Rock Atlantic City features a wealth of entertainment options for attendees, as well as lavish guest rooms and suites. When it’s time to get down to business, Hard Rock offers more than 150,000 sf of space for large conventions, and can accommodate smaller events and large trade shows. The property also features two separate venues for live music, sporting events, conferences and shows, offering more than 7,000 seats total.

There is an air of non-traditional uniqueness within the environs at Hard Rock Atlantic City. Thanks to the vast collection of music memorabilia and unique music-centric activities, meeting attendees can enjoy everything from guided tours to trivia, to scavenger hunts during their breakout sessions.

Last year, Hard Rock Atlantic City invested $20 million for suite renovations, the opening of a new Starbucks, additional slots and table games, a new dining outlet — Sandpiper Coastal Bar & Grill — and a refresh of beachfront amenities.

Of course, no mention of Atlantic City’s meeting environment would be complete without highlighting Ocean Casino Resort, which features more than 20 acres of idyllic beachfront property also along the famous Boardwalk. For events, the resort offers more than 160,000 sf of flexible indoor meeting and convention space, and can accommodate groups as small as 10 to as large at 10,000 attendees.

To take advantage of the pristine views of the resort, meeting planners can utilize the ample outdoor event spaces for gatherings. Here, guests can relax and engage in charming Adirondack chairs, seating areas and fire pits. In total, Ocean Casino Resort boasts 90,000 sf of unique outdoor spaces for taking events outside.

Following a $15 million casino floor remodel this year, Ocean Casino Resort constructed a new sports venue, which recently opened, intertwining an entertainment bar and lounge, along with an immersive gaming and sports wagering experience. Called “The Gallery Bar, Book & Game,” the venue features a 100-foot elevated bar and lounge, including 59 seats and 12 slot machines. A mix of blackjack and roulette tables surround the perimeter of the bar, while 140 feet of LED walls line the venue. And a 17-foot open-air staircase connects to Balcony Bar, a mezzanine bar and lounge where guests can enjoy the ultimate VIP sportsbook experience.

The complete 12,000-sf venue sets the stage for social gaming, big-game nights, and an unforgettable after-hours experience for meeting and event attendees.

Atlantic City’s many venues allow the destination to host groups of any size, and the amenities offered are sure to please attendees. Irvin Simon Photographers

Timing is Everything

While Atlantic City is easily accessible and within a mere three-hour drive for 30% of the U.S. population, when to host an event in Atlantic City is key. “Atlantic City can be a fun and vivacious place, but timing is important. The summer season can be crowded and expensive, making it harder for convention attendees to find places to stay,” Dunlay says. “I would recommend hosting during the off-season for the best rates and more availability of outside venues for socials and sub-events.”

Lefort advises that meeting planners reach out to various entities at the selected venue, including the group sales representative, as well as the marketing department, as they may be able to provide some additional “value add” items that will appeal to attendees, such as valet parking, complimentary breakfast, airport transfers and even entertainment.

While the renovations at Atlantic City’s favorite gaming resorts are much celebrated, it’s important to note that a new $100 million indoor water park on the Atlantic City Boardwalk is in the works. The 103,000-sf Island Waterpark is ideal for meeting and event attendees who may want to opt for non-gaming, family-friendly entertainment alternatives.

When completed, Island Waterpark will boast a lazy river, water slides, retail space, lounge areas, a party room, and a wealth of food and beverage outlets. C&IT

Harrah’s Lake Tahoe and Harveys Lake Tahoe offer 1,200 rooms combined. Courtesy Photo

Reno, Nevada became America’s No. 1 best small city in the year of the great pandemic. This is unsurprising to Reno natives, as the self-proclaimed “Biggest Little City in the World” campaign was launched more than 100 years ago.

The reasons are plentiful as to why the passage to Nevada’s northwest corner recently has attracted the world’s most powerful tech executives and their followers.

Reno is a business-friendly place featuring THE ROW, by Caesars Entertainment Inc., where the most sophisticated wines, exquisite entrées and scrumptious desserts are prepared. THE ROW has a collective 4,000 rooms and suites, 25 restaurants, 180,000 sf of flexible meeting space and a world-class spa.

Based upon the artisan delicacies of THE ROW, which is three connected, but distinctive, casino resorts — Eldorado Resort Casino, Circus Circus Reno and Silver Legacy Resort Casino — one would likely think of this place as some quaint European seaside villa. It is also home to the Reno-Tahoe International Airport, but far more than a gateway to world-class recreational adventures offered by nearby Lake Tahoe, it is an ideal location for the group experience. With almost 500,000 hotel rooms, lodging options are abundant, according to the Reno-Sparks Convention & Visitors Authority (RSCVA).

“Today’s travelers are searching for immersive, technology-driven experiences to remember,” says Charles Harris, CDME, RSCVA president and CEO. “The Reno Tahoe team is working hard to inspire fresh perspectives on our destination, streamline the planning process, and elevate the attendee experience by making the destination’s urban and outdoor amenities more accessible.”

In 2020, when Reno was named as the No. 1 small city the U.S., perhaps more telling of its innovation than any other statistic is Reno’s claim of the coveted No. 2 ranking for Instagram hashtags among small U.S. cities. Speaking to its ability to attract young talent, the hashtag recognition alone is a testament to Reno’s renaissance, like other American cities that are also rebuilding post-COVID-19; yet, Reno’s journey started a decade ago.

The walkability of downtown Reno, coupled with abundant parking, is an open invitation to visit the Downtown-area restaurants, which consist of predominately privately owned concepts. Dreamed up by entrepreneurs who have invested in Downtown and MidTown Reno, dives and distilleries abound. Planners can also curate an experience at the Nevada Museum of Art, National Automobile Museum or the Discovery Museum.

While gaming is a huge part of the northwest Nevada landscape, there are so many other options besides gaming. In addition to the already-established brand they brought to the area, innovation is contagious in Reno, where Caesars is at the heart of it all.

Caesars Means Family

Perhaps before gaining a true understanding of just how deep the family emphasis is when it comes to THE ROW, a look back in time at the Caesar’s Entertainment tradition will explain why groups feel at home.

Since a mega merger with the Eldorado Resorts brand that was originally founded by entrepreneur Don Carano in the 1970s, the deep Reno roots he transferred to the current ownership are still evident in personal service. This is reflected when groups come into the world that Caesars creates at THE ROW, when guests feel the VIP customer care in every detail of their experience.

“You have to come and see what we have to really appreciate it,” says Ken Ostempowski, senior vice president/general manager of THE ROW. “Northern Nevada is really a special place.”

Today, Ostempowski is the first G.M. of the organization who has not been from the Carano family. He has made it his priority to be accessible to groups and all guests, overseeing the personal experience of THE ROW trickling down through his team.

Family is at the heart of the Caesars brand, so group excursions at THE ROW might include its indoor arcade, reminiscent of an old-fashioned county fair. It is sure to bring even the most reserved executives back to the pre-digital years of their youth.

THE ROW in Reno features the Eldorado Resort Casino, Circus Circus Reno and Silver Legacy Resort Casino. Courtesy Photo

Available for the group experience, Caesars is convention ready. Encompassing eight square blocks total, THE ROW offers a choice of venues for meeting and convention groups. NoVi restaurant can accommodate 300 for a reception with interactional serving stations for guests. Roxy is another one of the award-winning restaurants, with its lounge spilling over into upscale fare. The Spa at Silver Legacy can be reserved for group events with services such as a deep-tissue massage or a soak in the sauna.

Although THE ROW serves groups needing as few as 10 rooms to as many as 2,500 rooms, a sweet spot for THE ROW is 250 to 750 rooms. Additional options for private group events include 28 bars, 11 nightclubs and the aforementioned 25 restaurants.

Other family-oriented outings might also include group booking a baseball game with the Reno Aces, a Triple-A team for Major League Baseball’s Arizona Diamondbacks. Just outside THE ROW, family fun is a theme of Reno’s Downtown, where fun activities await, such as climbing the tallest man-made rock wall in the U.S. Reno is also known for its art walk and festivals, and Downtown and MidTown Reno feature guided art walks to view giant internationally acclaimed murals that reflect free thought.

“With easy direct flights from both the East and West coasts, groups not only have few issues getting to Reno, but find 10% to 20% value over and above what is offered elsewhere,” says Don Goodman, executive director of sales, national meetings & events with Caesars Entertainment. “If someone is watching their bottom line, they should consider Reno.”

Goodman points out the reinvention of Reno over the last 10 years, which is due to corporate growth fueling the downtown corridor. This has made a huge impact on meeting and convention traffic. While the tech boom is certainly a contributor, northwest Nevada’s lure is undeniably underwritten by history, architectural wonders, landscapes and 300 days of annual sunshine.

For those interested in experiencing that sunshine, there is plenty to see in Reno and the surrounding areas. Thirty miles in any direction of downtown Reno are many other fascinating finds, such as the tourist attractions of Truckee, Virginia City and other nooks off the beaten path.

The Reno family spirit extends to the surrounding area, but none so much as the region’s crown jewel, Lake Tahoe. That same family feel is why groups will never forget the moments of getting out of Zoom and into an outdoor setting that offers a rewarding mental break.

Caesars in Tahoe

Caesars locations around the world include popular destinations in the United States such as Atlantic City and New Orleans, as well as many international destinations. Caesars Entertainment is the largest casino company in the U.S., with more than 50 gaming properties in 16 states.

For the meeting and convention attendee experience, Caesars Entertainment ranks as one of the most experiential ready. Curating an adventure for groups seeking a location with a medley of excellence in its VIP convention support, the Caesars experience boasts incomparable offerings.

Two of Caesars’ properties in Reno’s neighboring South Tahoe include 1,200 rooms combined with Harrah’s Lake Tahoe and Harveys Lake Tahoe, just a 50-minute drive from THE ROW.

Within the South Tahoe area, Harveys has an outdoor event center utilized during summer months. Attendees can either be busy or serene with the multitude of hiking trails along the Tahoe rim.

When taking a cruise to Emerald Bay on vintage wooden vessels such as The Golden Rose, group charters can launch from the Tahoe Keys Marina. From there, groups will enjoy a bevy of beverages and beauty en route to see the Vikingsholm, with all of its storied tales. The Golden Rose is capable of towing a giant inflatable flamingo for those who are ready to take the plunge into the cool, clear alpine lake, while group charters can anchor near the beach for summertime swimming.

Of the two South Tahoe properties, Harrah’s Lake Tahoe offers 512 rooms and suites sized at 500 sf, with 33 of those being Summit Suites. There are nine restaurants and 25,919 sf of flexible function space. With 59 suites for hospitality, any of the floors above the sixth floor offers views of Lake Tahoe. The 18,000-sf ballroom can be segmented into breakout space with direct indoor access from guest rooms and the lobby.

Unique to Harrah’s is the Cliché Cigar Lounge that may be reserved in advance, while on weekends it is open to the public. The South Shore Room is one of the most versatile offerings available due to the possibility of creating seating on a tiered flooring system that allows for 750 attendees. Known as PEEK Nightclub, this sets up nicely for a concert. The space can also be utilized to offer a meal or as a standing nightclub only for 1,100.

Harveys features 740 rooms and suites, seven restaurants and 26,669 sf of flexible function space, including a 15,000-sf ballroom. This makes dinner seating for 950, leaving six breakout rooms. Some of the meeting rooms, such as the Tallac room, are good for 140 attendants in a 2,000-sf space with natural light and excellent views. The Zephyr Room seats 100, connecting to standing cocktail space.

The backlash of the 2020 season has caused a high demand for these spaces, even throughout the value season, therefore meeting planners must plan accordingly.

Looking forward to group experiences, planners are eager to utilize the newly constructed Tahoe South events center, situated adjacent to the Caesars properties in South Tahoe. This will fill a need for the months when the outdoor theater is closed. The multipurpose arena is designed for sustainability, with a world-class view of the bordering mountains. Plans have been put into place to receive groups for corporate meetings and concerts and are currently available for sponsorships. Breakout rooms for breakfast meetings will be a staple of the daily event center schedule. Currently, the event center is being booked for fall 2023.

VisitLakeTahoe.com connects area visitors to activities and ideas about what to do and how to get there, as groups can shuttle between sister properties in Reno and Tahoe. Whether they are booked for excursions on beaches, mountains or trailheads, groups move with ease from one destination to another.

One innovative transportation option is the recently launched South Shore microtransit shuttle service, Lake Link, which was planned specifically in conjunction with South Tahoe’s newest gem, a 6,000-seat event center. The service may be accessed by a personal mobile app or through TahoeLakeLink.com and is free, unlike other familiar transportation apps.

The event center will be bringing in country and old rock ’n’ roll acts, as well as youth sports and all things to add to an already-friendly Tahoe mix. In addition, the fun in Tahoe also extends to the dining table, with Gordon Ramsay Hell’s Kitchen and The Sage Room’s bedazzled views. In season, an evening under the stars at the Lake Tahoe Shakespeare Festival is a must for groups.

Arnaud Robin, national sales manager, Harrah’s/Harveys Tahoe & THE ROW with Caesars Entertainment, has the inside scoop in Tahoe for visitors who want to experience the area without breaking a sweat. Overall, the group experience in Tahoe brings with it a time to play, rediscover personal roots, and capture plans and memories to take home.

“One of the coolest things to do at Lake Tahoe for the non-skier is to take a scenic gondola ride or play in the snow along the shores of the lake in winter. Imagine doing snow angels on the snow while you know it’s a beach in the summer,” Robin says.

An Excellent Attendee Experience

Caesars Entertainment has a bright future, recently having broken ground in Danville, Virginia, where the same friendly Caesars brand will be re-created. There is no doubt that it will be linked back to the roots of the people on the ground in a similar fashion as was successfully accomplished in northwest Nevada. This came naturally with a population surge that has ignited a demand for new ideas, drawn people from regions that are not indigenous to Reno, and garnered attention well beyond gaming to the offerings of the Reno-Tahoe region.

More than ever, tech inventors and entrepreneurs are buzzing with their new demands upon the residential real estate market, entertainment industry, as well as the F&B industry. Adding to the attendee experience is the regional history, architecture, art, sports, culinary excellence and business-friendly know how.

Altogether, the mindset of Reno city planners sets a collective tone of warm reception. Transcending into large corporations, small businesses, and most notably, the meetings industry, Reno’s visitors find that the value of its group experience will be more than just a gamble. It is a jackpot of surprises awaiting in America’s new favorite destination. C&IT

Christian Young is a Pro A/V product manager at ATEN Technology Inc., a global manufacturer of KVM and AV/IT connectivity and management solutions. For more information, visit aten.com/us/en/ and follow @ATENConnect on Twitter.

As companies evaluate when employees will go back to the office, if at all, one thing has become very clear: Most employees prefer a hybrid — or completely remote — work scenario. Therefore, office layouts need to be adapted into hybrid workspaces for maximum collaboration and performance.

A popular buzzword you may hear nowadays is ‘hot desking,’ which means desks or working spaces that can be used by many people at different times. Although this option may present some limitations that could be seen as disadvantages — such as not “owning” your own work area and having to follow a schedule when such desk space is available — hot desking benefits from maximizing space and resources efficiency while reducing redundant office real estate.

To make these ‘shared’ spaces more collaborative and user-friendly, the installation of USB-docking stations can create a quick plug-in solution for workers, allowing them to switch in and out of different workstations very quickly.

These docking stations could connect to multiple monitors, keyboard, mouse, printers and other USB peripherals to provide a seamless desktop experience to the employee. On a side note, extra docking stations for the employee to carry with them would facilitate the connectivity from a home office or on-the-go locations. A mini dock or a multiport dock will provide the ability to connect a variety of peripherals, screens and power over a single USB(-C) cable.

Another important issue to consider for this new office redesign is the investment in technology that would contribute to a more efficient work environment. Organizations and integrators will look for office equipment that can maximize employee collaboration from anywhere.

Some equipment, such as presentation video switches, need to include several video ports, allow a larger number of remote or in-person participants, multiple video streaming capabilities and wireless connectivity. They also should include collaborative tools — whiteboards, chat features, video capture, etc. — control capabilities to manage meeting room equipment remotely or on-site and compatibility with videoconferencing applications. Video cameras, microphones, projectors, data networks and company firewalls may require upgrades to meet the new demands.

Another one of the latest trends in the market is USB switches, which enable multiple users to control meeting room equipment. For example, a four-by-four USB switch can allow four users to control four different USB enabled cameras, microphones and devices in one meeting space, enabling remote meeting participants to get a full view of the people in the meeting room.

Even locations with fixed devices or computers that must stay on the premises, such as dedicated computers, may modify to workstations with Keyboard, Video, Mouse (KVM) switches, allowing users to access multiple servers from a single workstation. A new trend on “hybrid KVMs” include USB-C ports for easy connectivity to a laptop while being connected to multiple desktop computers. Adding this functionality to a desktop allows workers to be more productive and mobile.

Lastly, KVMs over IP can be essential tools for critical remote work. Individuals and organizations have been turning to cloud-based software for hybrid and remote solutions, and these can be helpful, but they also suffer from issues that a hardware-based solution doesn’t. Relying completely on software-based solutions leaves individuals and organizations at the mercy of that platform’s bandwidth and security. System administrators and users who need secure access from home require a different solution than just software. Avoid waiting for your remote worker to come into the office to restore a critical system.

KVM over IP means having a direct connection to your PC at your company no matter where you are. With built-in virtual media, these devices also allow for remote file transfers, diagnostic testing, and OS and applications updates and patches. In addition, KVMs can be compatible with platforms including Windows, Mac OS, Sun, Linux and serial devices. Besides connection reliability, a single-port KVM over IP may have features such as dual LAN and dual power for power backup to keep your devices running in case of power failure.

The new goal of hybrid offices should be to maximize space-saving technology, enable workforce mobility and maximize collaboration. The office will play an important role of enabling collaboration and team alignment. The use of technology and investing into solutions to meet the new needs of the hybrid worker will continue to become more important.

Hopefully, this article gave you some ideas for starting points to help envision how your hybrid office will work and how to best enable your workers when in the office and when working remotely. I recommend focusing on enabling collaborative meeting spaces first, as their demand will be greater than before in this hybrid environment.

Hybrid Workplace Use Case: Inclusive Conference Room with Advanced Moderator Functions

To transition to a hybrid work model, a company decided to revamp its conference room equipment to fully accommodate remote participants to ensure both their well-being and productivity. To accomplish this, the company required a moderator-enabled A/V distribution and conferencing solution that streamlined accessibility, featured advanced audio functions, and simplified local and remote collaboration and video sharing. This allowed remote workers to feel as engaged and empowered as the ones physically present in the room.

The challenges:

• Content needs to be easily shared between on-site and remote participants
• Integrate various sources that use different analog/digital interfaces
• Output displays need to be easily managed for a seamless flow
• Need to be able to extract audio and connect to an existing audio system
• Be able to overlay microphone input on top of other audio sources for collaboration

The solution: Offer bidirectional multistreaming that enables content to be shared to and from participants remotely, while the moderator can discretely access any output display to switch content or change settings. Support audio embedding/de-embedding in addition to mixing microphone input with an external analog or digital audio source for seamless interactions between all participants, no matter where they are.

Solutions Considerations and Challenges for Implementers

For vendors that supply hybrid office solutions, they need ways to provide solutions that not only increase workforce mobility and collaboration, but enable workers to be productive when working both in the office and remotely.

With these in mind, those in charge of implementing office equipment for hybrid workplaces face a variety of considerations and challenges, including:

• Meeting spaces must be extremely compatible, accommodating for remote workers
• Remote workers must feel as engaged and empowered as those in the office
• Remote workers must be able to access tools as easily as those in the office
• Desktop workstations must provide agility and ergonomics for hot desking
• Hybrid workers must have proper connectivity to stay productive while mobile

Workplaces looking to make the shift to a hybrid environment should seek a vendor that provides a full range of KVM, USB and video switches for hybrid office use. Look for companies that specifically focus on providing enhanced collaboration for remote meeting participants, direct connections for efficient remote working and video up to True 4K for the best visual experience. C&IT

The fountains at the Fair Park Esplanade in Dallas offer visitors exciting shows set to music. Photo by Carolyn Brown

Despite the ongoing challenges of meeting planning during COVID-19 for the past two years, several Texas convention properties rose to the occasion, as evidenced by the high praise of attendees. And now, as the meetings industry looks forward to a more robust future, it’s easy to see why the “Lone Star State” remains a top destination among event organizers.

As the second-largest U.S. state by area, Texas offers plenty of wide-open spaces with diverse meeting sites, together with bountiful attractions and the chance to enjoy a true western experience in spectacular settings year-round.

Grapevine

When considering properties for one of her organization’s recent fall meetings, Melinda L. Burdette , CMP, CMM, HMCC, senior director, events for Meeting Professionals International (MPI), explains: “We wanted to hold our largest domestic event, a hybrid conference of 600+ in-person and 1,100+ virtual attendees, in our backyard,” she says. After evaluating bids from areas around the Dallas metroplex, the Gaylord Texan in Grapevine was chosen.”

A mere 10-minute drive from Dallas-Fort Worth International Airport, the luxury Gaylord Texan Resort & Convention Center boasts a stunning lakeside retreat covering 125 acres. The property offers 1,814 guest rooms that feature unique atrium views, and 127 luxury suites and private balconies. The venue also offers more than 490,000 sf of flexible meeting space, including three boardrooms, four ballrooms and 67 conference and breakout rooms to meet group needs of any size and technology requirements. The 4.5 acres of indoor gardens create a lush environment under a glass atrium, while a 10-acre outdoor pool complex, full-service 25,000-sf spa, and 4,000-sf, state-of-the-art fitness center provide a welcome respite from in-person and digital meetings.

“Planning an in-person meeting/event during a pandemic made every part of the hotel/resort experience unique,” Burdette says. Yet, with the resort’s implementation of more than 300 new protocols through participation in Marriott’s “Commitment to Clean” program, she adds: “The Gaylord found safe ways to welcome our guests with that typical Texas hospitality — where Southern hospitality meets the wild west — that you expect.” In one example, “We provided safe-door drops daily to our attendees, as well as utilizing their VIP transportation services. Safe-door drops to us were our daily on-site newspapers that we tracked from the printer to the hotel, to delivery for safety and sanitation. We did the same for our VIP transportation services, ensuring that our attendees’ experienced a safer mode of transportation.”

In addition to enhancing cleanliness and sanitation protocols, the resort also revamped its food and beverage practices with safety and sustainability in mind. The result? “Can you say ‘wow?’” Burdette asks. “[The executive chef] and his team created fabulous and unexpected menus for us. So, one day, we had a lunch featuring paella, sushi and other yummy items delivered to our attendees in a safe, buffet-style manner. On another day, we provided hot boxed lunches, so we were always thinking and looking for ways to do the same thing, but show how they could be done safely. His entire team were great partners in the F&B journey, and boy did they deliver.”

The Gaylord Texan offers attendees 10 on-site dining options, ranging from the Texan Station Sports Bar & Grill and Glass Cactus, to Italian-American cuisine at the newly renovated Zeppole Restaurant, to the Old Hickory Steakhouse, among the selections. Other recent renovations at the Gaylord Texan include the outdoor pool, plus an expansion of the pool deck itself to provide additional space for attendees. Additional improvements feature a redesigned pool bar, lounge seating and an updated overall atmosphere to enhance the attendee experience.

The overall attendee reaction for Burdette’s event was “very positive,” she says. “Working with the Gaylord team every step of the way, we created a safer event that attendees appreciated and learned from in order to execute their own in-person events. From the owners to the service staff, a huge shoutout to the entire team at the Gaylord for working with us as we navigated new waters during the pandemic. It was a true partnership in all aspects, and I would not hesitate to bring another meeting/event to this facility.”

Kowana Ragland, CMP, vice president of Meeting Operations at Meeting Expectations Inc., right, helps an attendee get her badge at an event at Fairmont Austin. Courtesy of Kowana Ragland

Austin

Offering elegant design, expansive spaces and exceptional service, the 37-story Forbes Four-Star, AAA Four-Diamond Fairmont Austin offers “luxury with Austin flair” and the largest event space in the heart of downtown Austin. Newly opened in 2018, the hotel offers 1,048 guest rooms and more than 140,000 sf of flexible indoor and outdoor meeting space. For added convenience, meeting attendees can connect directly to the nearby Austin Convention Center (ACC) via the The Red River Canopy Walk, while the eclectic energy of the city’s vibrant music scene, restaurants, art galleries and shopping are also all within easy reach.

After the pandemic spurred her client’s need for a change of venue, Kowana Ragland, CMP, vice president of meeting operations at Meeting Expectations Inc., found the Fairmont Austin able to accommodate the physically distanced meeting room setup requirements even with a smaller guest room block, she says. In keeping with local Centers for Disease Control and World Health Organization recommendations, Fairmont Austin early in the pandemic expanded its health and safety protocols as a function of its AllStayWell program for the protection of guests, planners, staff and colleagues. Through training and technology, guests continue to receive personalized service with minimal contact. To further ensure group safety, Ragland’s client elected to “create a ‘bubble’ within the hotel” to limit outside contact for the duration of their stay, she says.

Property highlights at Fairmont Austin include the seventh-floor terrace complete with heated pool, hot tub, 13 private cabanas and the Rules & Regs eatery, with a Latin-inspired bar and bites menu. The hotel’s award-winning, full-service pampering spa features nine treatment rooms, including two VIP couple’s suites, and stunning floor-to-ceiling views of Palm Park and surrounding cityscape. Each solarium is equipped with a saline soaking pool, dry-heat sauna and eucalyptus steam room.

Locally sourced, organic and sustainable defines the food fare at Fairmont Austin’s five distinct venues and in-room dining — whether enjoying craft cocktails, small plates and live music on weekends at Fulton’s in the main lobby, fine dining at Garrison’s, or grab-and-go pastry and sandwich items from Good Things. Inspired by global culinary diversity, Revue provides four unique dining menus in a communal setting: Italian, Asian, sea delicacies and artisanal pastries and treats. Ragland praised the Fairmont culinary team for “very creative and customized menus [breakfast, lunch, breaks and dinner].” She adds, “All meals were buffet-style, and the hotel had Plexiglas shields to separate servers from the attendees. They went above and beyond to create very detailed floor plans to indicate where all buffets and tables would be placed to ensure physical distancing.”

Ragland says she appreciates the true partnership she developed with the Fairmont Austin. “We were all learning how to navigate through the pandemic, and the hotel was open to our suggestions and made every attempt to accommodate our requests.” For the attendees, plus staff and crew, Ragland says, “Things went so well, that the client decided to use the same property for [next year’s] event. This decision was made while we were still on-site. I’m looking forward to working with them again.”

The 561-foot Reunion Tower in Dallas is one of the city’s most recognizable landmarks. Photo by Jenna Rushing

Dallas

Lana Branscum, CMP, HMCC, CIS, manager, event design, for Galderma S.A., felt very fortunate for her previously established relationship with Hilton Anatole when the pandemic initially roiled the meetings industry. “We are a repeat client of the Anatole, having held three of our past national sales meetings at this property,” Branscum says. “We had already contracted this property in 2019 for our 2021 National Sales Meeting, so we had to pivot in October/November of 2020 to provide a completely virtual experience for our sales team due to COVID-19.” Branscum was understandably relieved “that we were embarking on this event not only with our previous partner of three years, but also having the Hilton team behind us to ensure the safety of our staff and crew.”

With the launch of Hilton CleanStay developed in collaboration with Lysol maker RB and the Mayo Clinic, the hotel brand initiated “an industry-defining standard of cleanliness and disinfection built upon the already high standards of housekeeping and hygiene at Hilton’s more than 6,300 properties worldwide,” says Kimberly Zoulek, director of sales & marketing at Hilton Anatole, “with the aim to provide all of guests with added level of assurance and peace of mind with a focus on cleanliness that is visible to guests throughout their entire space from our guest rooms to our restaurants and more.”

‘Big Tex’ greets visitors to the annual State Fair of Texas, which started in 1886 and has been held nearly every year since. Courtesy of Visit Dallas

Early last year, the hotel extended the program to include Hilton EventReady Hybrid Solutions to help address safe group travel practices as they continue to evolve the event experience, Zoulek says. “For those customers looking for a hybrid solution, [our powerful] network has allowed for livestreaming speakers into guest rooms, satellite ballrooms and remote attendees across the world. Beyond planning guides and solutions, we’ve taken it a step further and have partnered with Encore and have built a Presentation Stage, a professional streaming and video-recording studio for organizations looking to communicate to a remote audience.”

For Branscum, this meant setting up three virtual recording studios with green screens and all necessary equipment to broadcast and record from studios at the Hilton Anatole. “Within the Hilton and local guidelines, Galderma, and our production partner Tilt, ensured we established and maintained guidelines of our own,” Branscum says. “We had approximately 75 staff and crew at this event. Speakers/presenters had the ability to come into the hotel on Friday, Saturday and Sunday and record in assigned rooms, with the option to pivot where they could do presentations at their homes without coming into the studio environment.”

Located in the design district just 6 miles from Dallas Love Field Airport and 14 miles from Dallas/Fort Worth International Airport, Hilton Anatole attracts organizations for “our campus-like facility, adorned with one of the largest collections of art ever assembled for an American hotel,” says Zoulek, who adds that it offers, “a colorful backdrop for organizations looking to motivate, elevate and celebrate their event attendees.”

The hotel features 600,000 sf of flexible meeting space, nine ballrooms, eight bars and restaurants, and more than 1,600 spacious guest rooms and suites — updated with 65-inch HDTVs and refreshed corridors in 2019. Together, with the property’s 3-acre JadeWaters Resort Pool Complex and 80,000-sf Verandah Club & Spa, “Hilton Anatole has the ability to dedicate guest rooms and meeting space to a single group as if they are the only guests at the hotel,” Zoulek says.

Branscum credits the regular contact she had with the hotel’s director of events from the onset of the pandemic through the ensuing lockdowns for the ultimate success of her meeting. “She kept us updated with all of the Hilton EventReady policies and preparations that Hilton and specifically the Anatole were doing in response to COVID.”

Four Seasons Resort and Club Dallas at Las Colinas offers 84,688 sf of event space, including the nearly 8,000-sf Four Seasons Ballroom. Courtesy of Brent Duncan

For celebrating star achievers with a health and wellness retreat, Four Seasons Resort and Club Dallas at Las Colinas offers an unforgettable experience at “a sprawling urban resort where Texans come to play.” An 18-hole, par-70, eco-friendly championship golf course? Check. Well & Being full-service spa? Check. Imaginative culinary experiences at an award-winning restaurant with private dining space and wine room? Check and check again.

To ensure guest health and safety within the ever-evolving COVID-19 climate, “Four Seasons Resort and Club Dallas at Las Colinas has re-engineered the meeting experience with unwavering dedication to health and safety, innovative meeting design and virtual technology, allowing your event to be enriched by human connection from participants around the globe,” says Brent Duncan, director of catering. For example, in partnership with world-renowned health care experts at Johns Hopkins Medicine International, the hotel has developed Lead With Care to “focus on providing care, confidence and comfort to all Four Seasons guests, event attendees and employees. Our goal is to instill the same level of trust and confidence in Four Seasons as ever before,” Duncan says.

Health and safety protocols include a daily temperature scan for anyone entering the property upon arrival, Lead with Care kit with masks, hand sanitizer and sanitation wipes provided for each guest, physical distancing measures throughout the property, small-size gatherings, contactless check in and checkout, housekeeping and in-room dining services. As a result, the hotel was able to “safely and successfully host 35 meetings, 17 weddings and several sports teams, including the Major League Baseball postseason and World Series Secure Zone last year,” says Lisa Garland, director of public relations and communications.

Four Seasons Resort and Club Dallas at Las Colinas also has partnered with A/V expert Encore “to provide turnkey event solutions with state-of-the-art technology,” Duncan says. With “the new fully customizable, 10-foot high, 20-foot long LED presentation wall, guests may gather in-person while physically distanced, broadcast simultaneous messages to multiple venues or cities, attend a hybrid meeting by incorporating virtual meeting components to accommodate remote audiences or host VIP social events, award ceremonies, galas-to-go and weddings. The capabilities are endless and can be tailored to fit every client’s needs.”

To enhance the client experience, a dedicated event specialist creates unique, customized experiences for all events on the 400-acre property, whether at the two-level Conference Centre — featuring 31 multipurpose function rooms with a total event space of 84,688 sf — or outside venues, such as the Terrace Event Lawn, and family and resort pools. Event space is also available in the 4,500-sf Pavilion. The culinary team creates inspired dishes highlighting “bold Texan fare” at the urban resort’s signature restaurant LAW (Land, Air, Water), that includes two private dining rooms and a show kitchen for cooking classes and receptions. The resort’s 431 keys include Villa and Tower guest rooms and suites.

Of special note: Surrounded by nature and wildlife, the hotel’s TPC Four Seasons Las Colinas is a certified Audubon Cooperative Sanctuary and Environmental Leader in Golf award-winner and includes a pro shop, private instruction and custom club fittings. Also on property, an expansive 175,000-sf sports and recreation club features indoor/outdoor jogging tracks, as well as racquetball, squash and basketball courts. To cap off an invigorating day on the course, the jogging track or the sports courts, head to the Well & Being Spa for the popular Arnica Deep Tissue Massage or indulge in a special salon service. C&IT